Hasbro
DTC Platform Strategy- Develop a comprehensive strategy for Hasbro's boardgames D2C platform.
Develop a comprehensive strategy for the successful launch of Hasbro's Direct-to-Consumer (D2C) platform, specifically tailored to engage and capture the enthusiasm of board game fanatics.
The Ask
Elevate Hasbro's D2C platform as the ultimate destination for board game enthusiasts through immersive shopping experiences.
The Problem
The Solution
Hasbro's challenge is to stand out and become the top choice in a crowded market with its newly launched platform.
The Background
Established in 1923, Hasbro is a renowned global entertainment company known for its wide array of toys, games, and entertainment franchises that have captivated audiences worldwide. The brand celebrated for crafting immersive experiences with iconic board games, fostering connections and sharing moments. Renowned for innovation, it continues to be a leading player in tabletop entertainment, consistently bringing joy to families and friends globally.
Research Methodology
What we already know
Hasbro Gaming boasts a rich history with iconic titles like Monopoly and Scrabble, appealing to diverse age groups.
Extensive Legacy
Family-friendly
Known for creating games suitable for family gatherings and social occasions, Hasbro Gaming prioritizes accessibility and fun.
Hasbro enjoys widespread recognition globally, leveraging its brand equity to drive sales and maintain market dominance.
Brand recognition
Board Game Fanatics Demographic
Competitors analysis
Findings and insights
None of the game brands or third-party sellers in this category are offering a shopping experience that feels as fun and enjoyable as the games themselves.
Category Truth
Board game enthusiasts seek a purchasing experience for their next board game that mirrors the gamified essence of the product itself.
Cultural Truth
Board games elicit a stronger emotional connection with enthusiasts than the brand itself does, because board games offer a playful experience rather than a transactional experience.
Consumer Truth
Strategy
Elevate Hasbro's D2C platform as the playground for board game enthusiasts, where immersive shopping experiences make the brand their top choice for game purchases.
INTRODUCING
Phase 1 : Platform Awareness
Paid ads
Social Posts
Partnerships with Board Game Influencers
Phase 2 : Navigating the fun
Website navigation : Homepage, Log-in, Quiz, Forum, Community Market
Website navigation : Leader board, Missions, and Rewards
Website navigation : User-generated content
Roll-out plan
Success Metrics
Hasbro Gaming aims to drive revenue through the effective promotion and sale of its board games on various platforms, including its Direct-to-Consumer (D2C) site.
Hasbro Gaming strives for high site engagement, which is assessed by evaluating how effectively users interact with the platform through metrics such as average time on page, click-through rate, user interaction with multimedia, and other key indicators.
The team
Caitlin Kreinheder Art director
Jack Franco Copywriter
Michelle Chiu Experience Designer
My role
Market research
Brand positioning
Strategy development
Creative concepting
Mock-ups
Client relations